Ecommerce and Online Marketing Made Simple

Online marketing is all about capturing customer attention amidst ever-increasing distractions and competition. Confluences of Online Marketing is an accessible guide for small businesses looking to start or overhaul their internet marketing and e-commerce efforts.

Topics include SEO, PPC, web design, social media, content marketing, working with influencers, and more.

To build a cohesive strategy across channels, you must understand how these components complement each other. This book is an invaluable resource for leveraging the totality of the internet in your marketing strategies.

Now Available

BOOK CONTENTS

  • CHAPTER 1: The Online Landscape

    About this Book

    Tip of an Iceberg

    The Avenues to a Website

    The Imperative of Strategy

    A Confluence of Roles

    CHAPTER 2: Your Business on the Web

    Business Models Rule

    Making Definitive Goals

    Branding on the Web

    CHAPTER 3: Mapping an Online Strategy

    Facilitating Objectives

    Knowing Where You Stand

    Mapping Routes to Your Website

    Synergy and Consistency

  • CHAPTER 4: Websites with Purpose

    Why Does Your Website Exist?

    Your Website Objectives

    Your Website is a Garden

    CHAPTER 5: Understanding Web Technology

    Websites, In a Nutshell

    Performance Matters

    Hosting – Where your Website Lives

    Website Platforms and You

    Open-Source vs. Paid License vs. Subscription

    CHAPTER 6: The Visitor Experience

    Personas: Knowing Your Visitors, Users, and Customers

    Discovering your Personas

    Personas, Assemble

    Visitors and Customer Journeys

    Customer Journeys and Marketing Funnels

  • Chapter 7: How Search Works

    Search, in a Nutshell

    Paid vs. Organic Search

    How Search Engines Know You

    The Full Picture

    Chapter 8: Search Engine Optimization, Part 1

    Chasing Ghosts

    Content: A King Needs a Court

    The Wide World of Keywords

    Keyword Strategy and Tactics

    Using Keyword Research Tools

    Keyword Types

    Building Content around Keywords

    The Long Game

    The Specter of PageRank

    Pagerank and Back Again

    Content is King, but Backlinks Rule

    Chapter 9: Search Engine Optimization, Part 2

    Technical SEO

    Site Navigation and Structure

    Your Source Code

    Metadata

    Schema Markup

    Sitemaps

    Directing Search Engines

    Mobile-First Search

    Core Web Vitals: The Need for Speed

    Local Search

    Image Search

    SEO Shenanigans

    Final Words

    Chapter 10: Paid Search, Part 1

    How Paid Search Works

    Same as it Never Was – The Changing Landscape of PPC

    The Importance of Landing Pages

    Knowing Ad Placement Types

    Keywords, Negative Keywords, and Search Terms

    Targeting Competitors

    Paid Search Performance Objectives

    The Google Ads Hierarchy

    Chapter 11: Paid Search, Part 2

    Doing Keywords Right

    Keyword Matching Types

    The Anatomy of PPC Ads

    Creating Effective Ad Copy

    The Bidding Game

    Bidding Strategies

    Your Paid Search Goals

    PPC Campaigns and Businesses Development

    The Importance of Data

    PPC Ads and Natural Selection

  • Chapter 12: The Internet at Large

    Categorizing the Internet

    The Interplay of Content

    Maximizing Your Owned Media

    Owned Media and the External Internet

    Chapter 13: Paying Your Way

    The Google Display Network

    Other Advertising Networks

    Sponsored Content

    Affiliate Marketing

    Shopping Campaigns

    Working With Influencers

    Chapter 14: Getting Recognized

    Trust

    The Grey Areas of Earned Media

    Content is King, Again

    The Power of Media Kits

    Getting the Word Out

    Targeting Outlets

    Finessing Negative Content

  • Chapter 15: Leveraging Social Media

    Social Media Algorithms

    Be In the Right Places

    Meet the Social Media Platforms

    Chapter 16: Managing Your Social Media Presence

    Monitor, Listen, and Respond

    Flaunt Your Authority

    Network With Others

    Foster Calls-to-Action

    The Importance of Consistency

    Tread Carefully and Plan Every Message

    Synergize Content with Social Media

    Chapter 17: Paid Social Media

    Social Media Ads vs Search Ads

    Types of Social Media Ads

    Meet the Social Platforms, Again

    Managing Social Ad Platforms

    The Rising Tide of Data Privacy Concerns

  • Chapter 18: Relationship Management

    Transactional vs Relationship Marketing

    The Importance of Relationships

    Customer Relationship Concepts

    Relationships Start with Business Practices

    Relationships are Built Through Communication

    Maintaining Engagement

    Customer Extension

    Chapter 19: Putting Everything Together

    Integrating Online

    Going Offline

    Revisiting the Online Landscape

    Measuring Results

    Key Performance Indicators (KPIs)

    Traffic Metrics

    Beyond Metrics

    Chapter 20: Staying the Course

    Never Stop Improving

    Survival of the Fittest

    Staying Future-Proof

    The Time We Have